ATP Unveils Evolved Logo & Brand Identity Ahead oF 2026 Season
LONDON – The ATP has revealed the latest evolution of its iconic logo—the sixth in its 54-year history. The refreshed design modernizes the ATP’s visual identity while retaining the legacy and spirit that define men’s professional tennis. This news was announced on November 5, 2025.
A New Look for the Digital Age
Simplified and reimagined for the digital age, the new logo enhances versatility across platforms and products, including broadcast, social media, merchandise, and tournament branding. The refreshed mark is designed to telegraph the energy of the sport, featuring a curved trajectory that reflects the motion of a tennis ball in play. The new logo is the sixth since 1972, following previous iterations in 1990, 2001, 2009, and 2018.
ATP CEO Eno Polo commented on the change, stating, “Tennis is constantly evolving. To keep pace with our global fan base, we need to tell our story with creativity and energy. Our new identity captures the drama, precision, and momentum of the Tour, connecting with today’s fans while inspiring the next generation discovering tennis for the first time”.
Strategy for Fan Engagement
This brand refresh is part of the ATP’s long-term strategy to engage younger audiences and build deeper fan connections. Over the past year, the ATP has launched content partnerships with TikTok and Overtime, alongside its global marketing campaign ‘It All Adds Up,’ developed by Wieden+Kennedy. These initiatives underscore the ATP’s commitment to evolving how tennis is experienced: faster, more digital, and more expressive than ever.
ATP Logo Evolution (1972-2025)
The Association of Tennis Professionals (ATP) was founded in 1972. The new 2025 logo is the sixth evolution in its 54-year history.
The various iterations of the ATP logo over the years are:
- 1972: The original logo was a vertical rectangle featuring a tennis player silhouette and the acronym “ATP”.
- 1990: The name changed to the ATP Tour and the logo featured a stylized player silhouette with the words “ATP Tour” beneath it.
- 2001: The organization was renamed back to ATP and the logo presented a strong, vertical, dark blue design.
- 2009: The tour name was changed to the ATP World Tour, reflected in a logo that featured a player silhouette above the text “ATP WORLD TOUR”.
- 2018: The tour name reverted to the ATP Tour, with a logo that became instantly recognizable for integrating a player’s forehand silhouette into the letter ‘A’ of the “ATP” typography.
- 2025: The new logo, simplified for the digital age, retains the familiar typography but replaces the forehand silhouette with a curved trajectory reflecting the motion of a tennis ball.
About the ATP
The mission of the ATP is to serve tennis. As the governing body of the ATP Tour and Challenger Tour, it entertains a billion global fans, showcases the world’s greatest players at prestigious tournaments, and inspires the game’s next generation.
- The stars of the game battle for titles and PIF ATP Rankings points at ATP Masters 1000, 500, and 250 events, and Grand Slams.
- The season culminates at the prestigious Nitto ATP Finals in Turin, Italy.
- This season finale features the year’s best 8 singles players and doubles teams, where the year-end ATP World No. 1, presented by PIF, is crowned.
The ATP’s Premier Partner is Emirates, and its Platinum Partners are PIF and LEXUS.